|Hour/sem||Lectures||Sem. Exercises||Lab. exercises||Comp. exercises||Other|
|Guarantee:||Chalupský Vladimír, doc. Ing., CSc., M.B.A., IM|
|Lecturer:||Světlík Jaroslav, doc. Ing., Ph.D., IM|
|Instructor:||Novák Petr, Ing., FBM|
|Faculty:||Faculty of Business and Management BUT|
|Department:||Institute of Management FBM BUT|
The goal of the course is to provide students with a wide spectrum of knowledge from the area of marketing emphasising the current and future trends in marketing principles utilization. The course is based on the approach of well-established firms stressing the importance of customer satisfaction. The aim of the course is for students to master marketing terminology and concepts, as well as practical experience with marketing approaches in current firm conditions.
The course familiarises students with current theoretical and practical approaches of firm in the marketing area. The marketing mix elements and principles of strategic marketing management are discussed. The focus on industrial marketing issues is dominant.
|Knowledge and skills required for the course:|
Knowledge of basic economic terms.
|Learning outcomes and competences:|
Knowledge and understanding acquired in the course will help students to be familiar with current marketing concepts, to gain an overview of possible approaches to marketing analysis and marketing planning in the changing conditions of our economy.
|Syllabus of lectures:|
- Marketing in the overall managerial activities context
- General conditions for effective marketing utilization
- Market segmentation
- Marketing mix elements
- Marketing research
- Marketing strategy
- Contemporary trends in marketing